Every week my marketing team meets to review results, and brainstorm ways to surprise and delight our community.
We often bring blog posts or white papers to the group that present inspiration or provoke thoughts about new directions. This week we discussed a post by Chris Brogan called Honey Badger Don’t Care (What You Want To Market.)
In it he points out that what gets shared isn’t necessarily what builds your business. We were talking about this internally because we have been getting great engagement on Facebook—sometimes up to 5,000 shares—and I thought it would be worthwhile to ask what folks thought about the fact that some of what we are sharing is clearly not going to cause a conversion that we measure.
What about the idea of interjecting more posts about us? What about putting a call to action on some of these fun, entertaining posts that get shared? The discussion brought us back to our general strategy, which is simple: great content is what people come to you for and what gives you permission to market judiciously.
It’s what we do everywhere else in our marketing—especially in our newsletter and on our blog. And it’s a very 20th Century lesson that comes to us from the print world. You put out a publication with content that appeals to your niche and they’ll tolerate a bit of advertising.
Now we are all the media (or we should be) and that means creating lots and lots of content that isn’t going to promote your business or your needs. It’s big shift in thinking.
You want peoples’ attention? The bar has been raised. You have to stop thinking like a marketer and start thinking like a publisher.